Rethink Your Social Strategy





Editor’s note: the statistics were taken from the following Fast Company article:


Having worked in alcohol beverage retail for 24 years, I can empathize with today’s small business owners and their marketing dilemma: do I hire a marketing professional/marketing firm or do I manage it myself? In my experience, what generally happens is the owner initially opts to do it themselves to cut down on expenses. Eventually the realization sets in that they do not have time to properly manage the various platforms, so they typically farm out the duties to a manager or family member, which rarely succeeds. By the time the owner reaches out for help, we find one or two dysfunctional social media accounts with only 2-3 posts over the past six months. The scenario is all too common, and it is especially prevalent in retail beverage. The social media machine moves at such a face pace that any non-marketing professional trying to manage several accounts is generally working with outdated methods. How fast? Consider these 6 social media statistics from Fast Company that should make you rethink your social media strategy.



  1. The fastest growing demographic on Twitter is the 55–64 year age bracket.
  • This demographic has grown 79% since 2012.
  • The 45–54 year age bracket is the fastest growing demographic on both Facebook and Google+.
  • For Facebook, this group has jumped 46%.
  • For Google+, 56%.

This statistic should jump off the page to any retailer of spirits, wine or beer. Social media is just not for teenagers!

Apply it to Retail Beverage: Keep older users in mind when using social media, particularly on these three platforms. This is an all too important demographic for the retail beverage industry, and they are more apt to watch a cocktail video or click through for a recipe than Millennials.


  1. 189 million of Facebook’s users are “mobile only”

Not only does Facebook have millions of users who don’t access it from a desktop or laptop, but mobile use generates 30% of Facebook’s ad revenue as well.

Apply it to Retail Beverage: How does your website and social content appear on mobile devices and smaller screens? Is your website mobile friendly? This trend is not exclusive to social media – today’s consumer is shopping from their phone and if your content is not responsive, you are most likely losing sales.


  1. YouTube reaches more U.S. adults aged 18–34 than any cable network

TV and print are no longer an option for local bricks-and-mortar. If you’re after 21–34 year olds in the U.S. (which you should be!), YouTube is your best option. Viral videos can be some of the best (and most cost effective) marketing strategies.

Apply to Retail Beverage: Start with a simple five-minute video explaining your company and your specialty (craft beer, tasting room, growlers, etc.) or introducing your team. From there, gravitate to cocktail classes, the arrival of special-release items or a simple time-lapse video of a promotion.


  1. Every second two new members join LinkedIn

LinkedIn, the social network for professionals, continues to grow every second. Not only is it a great resource for connecting with other professionals in your industry, it can be used to promote your brand.

Apply it to Retail Beverage: Local professionals are always celebrating so do be afraid to discuss the services you can provide (discounts for wines by the case, beverage catering, etc.). The key is to make the posts educational – not some cheesy sales pitch.


  1. 93% of marketers use social media for business

Only 7% of marketers say they don’t use social media for their business. Simple logic: if marketing companies are using social media to promote their services, shouldn’t you??

Apply it to Retail Beverage: You probably shouldn’t be going it alone. Find a company who specializes in social media – especially one who understands the unique challenges of retail beverage.


  1. Even though 62% of marketers blog or planned to blog in 2013, only 9% of US marketing companies employ a full-time blogger

Blogging is a proven strategy for SEO and an effective marketing tool. This is great for small businesses, because blogging has lots of advantages: you can control your company blog, you can set the tone and use it to market your product, share company news or provide interesting information for your customers. What a lot of people struggle with is how to write the best headlines for your articles, when the best time is to publish posts, etc.

Apply it to Retail Beverage: Blogging for the retail beverage industry is incredibly easy with all of the innovation brands, cocktail culture and craft spirits. The key is consistent content – blog early and blog often!!


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